With 3D TV all but abandoned and ultra HD set to take off this year, manufacturers have turned to the odd to impress attendees at this year’s Consumer Electronics Show (CES).

Both LG and Samsung this week are showing off flexible OLED TVs at their CES booths. Why exactly consumers would want such technology is unclear, but the technology does follow from the curved smartphones that the Korean manufacturers released last year (the Galaxy Round and the G Flex).

LG’s display is 77-inches and features an ultra HD resolution. The company seem genuinely interested in marketing such a device to consumers at some point in the future. LG claims the display has been tested over “tens of thousands of hours” already and that the range of flexibility on the device has been set to optimize viewing preferences for consumers. LG Home Entertainment CEO Hyun-hwoi Ha even engaged in a bit of hyperbole about the technology, saying, “What curved is to flat, flexible is to curved.”

Samsung’s marketing for their flexible displays was similarly silly, with Samsung Display SVP Brian Berkeley saying, “This new form factor will really begin to change how people interact with their devices, opening up new lifestyle possibilities.”

Samsung’s flexible OLED TV is also an ultra HD, but tops LG’s display at 85 inches. As seen in the Samsung video below, the device comes with an automatic system that can bend the TV out from its case: